By Nicole McCormack is the SVP and GM of Brand Solutions at TeamSnap
Youth sports are a massive global industry, valued at $37.5 billion today and expected to grow to $70 billion by 2030. In the U.S. alone, 60 million kids under 18 participate in organized sports. When you add in parents, coaches, and volunteers, youth sports touches over half of the U.S. population.
As we look to 2025, brands have an extraordinary opportunity to make a positive impact in this growing and highly engaged space. By embracing purpose-driven sponsorships, increasing access to sports for girls and women, and shining a light on emerging sports, companies can drive positive change while achieving meaningful connections with their audiences.
Supporting Youth Sports Through Purpose-Driven Sponsorships
Brands have a rare chance to tap into the growing momentum of youth sports while embedding themselves in local communities. Sponsoring local or regional teams doesn’t just give more kids a shot at playing—it creates real, personal connections with families and fans, making the impact tangible and lasting.
The passion for sports burns brightest at the local level, where games feel as big as the Super Bowl or the Olympics to kids and their parents. By investing in these programs, brands can connect with families in a way that really matters. In fact, 95% of parents on TeamSnap say watching their kids play sports is their favorite activity, giving brands a unique chance to be part of these deeply personal moments and build lasting loyalty.
At the same time, consumers are increasingly drawn to brands with a sense of purpose. Supporting youth leagues, upgrading facilities, or offering financial aid to underserved families doesn’t just boost visibility—it shows real dedication to the communities they serve. For brands, it’s not just sponsorship; it’s a statement of values.
Elevating Girls’ and Women’s Sports
The momentum in women’s sports is unprecedented, and all signs point to even greater growth heading into 2025. From record-breaking attendance figures to an anticipated $1 billion in revenue for 2024, women’s sports are capturing attention like never before. Sponsorships in women’s professional sports are rapidly increasing, but to truly sustain this progress, brands need to focus on where it all begins: youth sports.
Girls’ sports are essential to the continued growth of women’s sports and to building the next generation of female leaders and role models. Yet, girls drop out of sports at twice the rate of boys, often due to lack of resources, access, or role models. This is a critical area where brands can step in and can make an impact.
Investing in girls’ sports isn’t just about creating the next generation of female athletes—it’s about shaping future leaders. Studies show 94% of female C-suite executives played youth sports, and 80% of Fortune 500 women leaders have a sports background. Increasing girls’ participation in sports directly contributes to empowering women in the workplace and beyond.
Some brands are already paving the way. Campaigns like Dove’s initiatives for body confidence in sports, Mattel’s partnerships with athlete role models, and e.l.f. Cosmetics’ sponsorships for women in sport are excellent examples of how companies can tackle barriers and keep girls in the game.
Spotlighting Emerging Sports
Emerging sports present a unique chance for brands to break through by championing activities that are rapidly gaining traction yet often fly under the radar. Flag football, pickleball, and rugby are exploding in popularity, drawing in diverse and passionate audiences eager for support and recognition.
Flag football exemplifies this trend, with 474,000 girls ages 6 to 17 now playing—a 63% jump since 2019—making it one of the nation’s fastest-growing sports. By investing in emerging sports like flag football, brands can fuel the sport’s growth, boost youth and community participation, and connect with an increasingly passionate and engaged fan base.
Beyond flag football, sports like pickleball and rugby are also experiencing rapid growth. Cricket, fueled by an international audience, and esports, with its booming digital audience, represent additional avenues for brands to get involved in 2025. As audiences diversify their sports consumption, brands have the chance to reach new markets and expand their influence.
Driving Change Through Action
2025 offers brands a powerful opportunity to reshape youth sports for the better. Purpose-driven sponsorships, greater support for girls’ sports, and investments in emerging sports aren’t just strategies—they’re actions that leave a lasting impact on a deeply engaged audience. These efforts go beyond benefiting players; they strengthen communities, inspire future leaders, and foster lasting brand loyalty.
Youth sports are more than just competition. For kids, parents, and fans, they’re a cornerstone of life. For brands willing to join the journey, it’s a chance to create meaningful change while forging authentic connections that drive lifelong loyalty.
About the Author
Nicole McCormack is the SVP and GM of brand solutions at TeamSnap. Nicole and her team drive growth by leveraging TeamSnap’s position as the largest distribution channel for youth sports parents, offering sponsorship opportunities that impact the lives of millions of youth athletes each year and providing funding to thousands of youth sports organizations.
